Please, don't say that! (1.0)

 

Avoid saying:

Good bye!

I heard it this weekend on a commercial radio station. A weekend announcer told his listeners this was it for him today. And next weekend tune in at another time and day for his new shift. 

• First, nobody cares! except for his grandmother. Then, maybe she doesn't care either.
• Second, you told anybody listening to tune out or turn off the radio. Why would you do that?
• Third, there was no forward promotion. Remember that? Increasing time spent listening? It raises the station share, making it more appealing to advertisers, contributors and underwriters.
• Fourth, it's a total misunderstanding about how radio works. The listeners chose the station because of the content, not you. Loyalty depends on consistent appeal from the station's programming.

Listening barriers

There are plenty of examples in public radio of personalities saying goodbye. That's because content people always thought in terms of 'their' show. Garrison Keillor always said goodbye twice over the last three minutes. For the longest time, the producers and editors at All Things Considered as being a show with a beginning, middle and end, while the listeners actually tuned in when they could.  That's the problem with most weekend programming, churning the audience with hello's and goodbyes. 

You better make the most of your breaks. It's your only opportunity to create tune in, recurrence and increased occasions.

Good luck, and goodbye. Oh dang, I just did it to myself!